THE PROBLEM

Black Friday is the biggest highlight in Samsung's promotional calendar. However, the overbearing presence of major e-retailers lead many customers to ignore brand stores, ultimately resulting in Samsung losing a substantial portion of their profit margins.

How can Samsung increase customer traffic to its own online store and capture a greater market share on the busiest shopping day of the year?

THE SOLUTION

Transforming shoppers into gamers, we introduced five thrilling games during our Black Week campaign. By utilizing power-ups, players could level up their savings and win additional discounts, redeemable instantly on Samsung's online store.

THE EXECUTION

Over the course of the 14-day Black Weeks campaign, we launched our games one after the other – seamlessly integrated along with the Black Weeks offers in the Samsung online shop. All games were inspired by the golden era of arcade games and custom-made with Samsung products as the hero.
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Whether shoppers played on computers at home, on smartphones on the go, or even on retro arcade machines in shopping malls — they benefited directly from discounts on Samsung.de. In addition to receiving better deals and loyalty program bonus points, they also had the chance to win free products on Black Friday.

THE RESULTS

Thanks to our games, we cracked our highest score to date and achieved the most successful Black Friday for Samsung in Germany. The campaign even captivated 750,000 players in 16 countries across Europe. It demonstrated that the Samsung Brand Store was able to reclaim market share from large e-retailers on the busiest shopping day of the year – all because we gave our customers the opportunity to increase their deals through gamification.

PLAY THE GAMES HERE